Cementing category leader status through BTL

The gin category was growing and Gordon’s needed to stay ahead of the pack.

Shelf space was being squeezed by new craft gins and retail own brands and shoppers wanted ease and minimal effort. Gordon’s successfully expanded its range giving consumers choice and RPM was tasked with driving awareness, relevancy and purchase in retail.

Our 360 BTL strategy focused on:
- Developing a calendar of exciting occasions for consumers
- Win the flavoured gin segment with a clear innovation pipeline and exciting in-store support
- Engage the on-trade with our quality to win back bartender recommendation
- Own the moderation occasion with the launch of Gordon’s 0.0%

The BTL launch of Gordon’s 0.0% included supporting retail’s Dry January activations and heavyweight support of the product’s amazon channel seeing the bottles sell-out online in 10 days and is now the UK’s #1 selling non-alc gin brand.